Proposal

COLLEGE OF THE NORTH ATLANTIC – QATAR

CM2300 – Report Topic (Marketing)

Background

Welcome to Corporate Malfeasance Investigations Office (Cormalino). Our mandate is to research negative and unethical behaviour in the areas of business management such as accounting, marketing, and human resources as well as the modern information technology (IT) sector. Bad business behaviour can have significant effects for company stakeholders. This office will investigate the consequences of fraudulent accounting practices, failed marketing campaigns, 21st century challenges for human resources departments and the risks and disadvantages associated with modern technology. In so doing, it is the expectation that this office can and will guide government to develop safeguards for consumers and workers in a fair and well-regulated marketplace.

Task

You are a junior research assistant, tasked to investigate: New Coke.

What went wrong?

“Over the 15 years leading up to 1985, Coca-Cola’s flagship cola drink had been losing market share to Pepsi Cola. To compete, the company changed the drink’s formula for the first time in 99 years -- but the move today is considered one of the greatest flops of all time. New Coke was met with public outrage and lasted only a few months. The company reintroduced its older formula, rebranded as Coca-Cola Classic” (Sauter, Comen, Frohlich, & Stebbins, 2018).

It is urgent that our agency understand the impact of failures such as this and study the causes of and possible solutions to them.

Over the next several months, you will prepare your sources, a proposal for your investigation, and a final report of your findings. Along the way, you will meet with your manager to report on progress and demonstrate the development of your understanding of the problem under study. Details of each assignment will be revealed in due course.

Congratulations on your posting to Cormalino. Your research will be invaluable to keeping the public safe and happy, and for this office to fulfill its mandate. I look forward to working with you towards the successful completion of your mission. Failure, agent ________________, is not an option.

Instructor’s Name

Instructor’s Name

Deputy Director – Corporate Malfeasance Investigations Office

References

Sauter, M. B., Comen, E., Frohlich, T. C., & Stebbins, S. (2018, September 27). When Product Launches Go Awry: 50 Worst Product Flops of All Times. USA Today : https://www.usatoday.com/story/money/2018/07/11/50-worst-product-flops-of-all- time/36734837/